in the heart stories is a journal, a collection of narratives, ideas, and work that highlight and celebrate Filipinx American entrepreneurs, creatives, and leaders. We aim to tackle our lack of visibility and representation in mainstream media and pop culture by showcasing individuals and groups that put in the work, that shape their own realities. Based in Los Angeles, but covering Fil Ams all over the US, we are about community, sharing the stories and the love.

The name "in the heart" is an homage to the novel "America is in the Heart" by Carlos Bulosan. 

We believe in cultivating the culture that you consume.


Jella Roson, Founder and Editor, is a jewelry designer and metalsmith based in Los Angeles who believes in equality, visibility, and representation. Born in Manila, growing up in Glendale, CA, studying in Santa Barbara, and now back in Los Angeles, Jella‚Äôs Fil Am community (however big or small) has always kept her grounded as a PInay. She explored and further dove into her identity as a Filipinx American while taking Asian American Studies classes at UCSB (favorites being The Fil Am Experience and Asian Am Authors). That experience, coupled with amazing friends and the creative community of LA, inspired her to create this platform and highlight the multi-talented and always amazing Fil Am community.